Redefining customer experiences through the power of digitisation

…a transformative journey

By Yvonne GYEBI

Cast your mind back to over two decades ago. A trip to the Bank was an event that needed to be planned towards.  It was no casual affair. Indeed, it had to be planned with the precision of a mission.

First, you’d gather all the essential documents – your passbook, identity card, maybe a cheque book and any forms you might need for the day’s transactions. If you needed to withdraw cash or deposit money, you’d already have the withdrawal or deposit slip neatly filled out before stepping out of the door.

There was no room for mistakes or forgetfulness as a single missing document could turn a trip into a fruitless endeavour. The journey to the Bank itself often started early. If you lived in a bustling city or town, traffic would be a major consideration and the earlier you set off, the better. For those in rural or suburban areas, the Bank might be miles away, the trip demanding a bus ride, or even a shared taxi, with no guarantee of quick or direct routes.

Some Banks were located only in key commercial areas, so this meant the Bank could be half a day’s journey away and making it there early was critical to avoid long queues.

Along the way, you passed vibrant street vendors, the noise of markets spilling onto the streets. The scorching sun or unpredictable rains added another layer of complexity to the journey. In your mind, you will be going through a mental checklist – Do I have all the documents? Will there be parking? How about the inevitable waiting time?

Once you finally arrived, perhaps outside a grand building in the city centre or a smaller branch tucked in a busy marketplace, you would notice a throng of people already gathered. The sight alone was enough to remind you that this wouldn’t be a quick stop.

As you approach the entrance, you will notice that the Bank went the extra mile to provide a reasonably comfortable experience in the banking hall – a television to capture and rapture your attention whiles waiting, not so comfortable seating and air-conditioning.

This was around the year 2000. The process was slow, deliberate, sometimes painful and demanded patience.

The situation has seen a marked improvement. Today, a young entrepreneur in Accra can open an account, transfer funds and even invest, all from the convenience of their mobile phone without missing a precious hour devoted to getting a transaction done This is the power of the client centric approach via the digital revolution transforming Ghana’s financial landscape. Standard Chartered is proud to be at the forefront of this exciting shift.

A shift that has put the customer at the forefront with seamless, convenient and efficient banking. This obsession about making life simpler for the customer is the underpinning motivation for the continuous innovation at Standard Chartered. This is where the passion for true service emanates from – to ensure that our clients avoid the pain of transacting and leap beyond the walls of the brick and mortar of the Bank and enjoy true convenience.

Every year during the first full week of October, the customer is celebrated and customer service is put on the front burner. But at Standard Chartered, we dedicate the whole of October to shine the spotlight on various ways we are refocusing our efforts on excellence in service delivery. Over the years, we have been committed to making the banking experience not only pain-free, but also memorable. Our laser focused approach to being a futuristic bank is evident in how we deploy technology to reshape the very meaning of customer-centricity in banking.

We are firm in our belief that true customer service goes beyond simply meeting expectation and rather achieved by leveraging the latest innovations to empower, connect and safeguard our customers’ financial well-being.

A shift towards mobile-first banking

As advances in technology in everyday life crept into the world of work, Standard Chartered as early adopters made the decision to make innovation the backbone of all our operations. We made a commitment to fit into the customer’s lifestyle. Thus, our “mobile-first” approach was designed to put the power of transacting into the hands of our customers – literally.

With the SC Mobile App, we’ve created a seamless digital banking platform that brings the bank to the fingertips of millions of Ghanaians. From making transfers during the day, to checking your transaction history at night, to ordering a chequebook during the weekend and selecting investment options on a holiday it’s almost as though the bank never closes.

From instant account opening and effortless mobile money integration to personalised financial management tools, SC Mobile has empowered countless individuals at different stages in their life cycle, offering convenience and control over their finances.

However, it goes beyond core banking functions. As a Bank, we continuously push boundaries to deliver value-added services that make lives easier and free up our customers’ time. Our credit repayment process, significantly faster and more user-friendly than traditional methods, reflects our dedication to making financial services more accessible and hassle-free for our clients.

Significance of data in banking

In the digital age, data is key to delivering truly personalised and secure banking experiences. Technology is key in how we responsibly leverage data analytics to understand our customers’ needs and preferences, enabling us to offer tailor-made financial solutions and proactive advice.

Additionally, in a sensitive industry like banking and finance, where security is non-negotiable, the bank has invested heavily in advanced data analytics to ensure robust security infrastructure. This allows us to detect and prevent fraudulent activity, ensuring peace of mind for our customers and potential customer base.

Reimagining the branch experience

While digital is at the heart of our strategy at Standard Chartered, we recognise the enduring value of human interaction in delivering exceptional customer service. This is why we’re modernising our branches nationwide, transforming our physical locations into spaces that seamlessly blend digital and human touch points. Our branches are evolving into advisory hubs where customers can access personalised financial guidance, engage in complex transactions and receive insights on maximising the benefits of our digital platforms.

At Standard Chartered, we believe that the future of banking is digital. However, this future is still deeply rooted in customer satisfaction. Technology continues to evolve and this will be instrumental in meeting the needs of tomorrow today. In today’s fast-paced world, time is everything and we understand that the last thing our clients need is the hassle of transporting themselves to a banking hall for routine transactions.

We’ve taken deliberate steps to relieve our clients from the stress and frustration of traditional banking. By empowering them with the tools to carry out transactions seamlessly, we’ve put the power of banking right into their hands literally.

Through our secure, user-friendly digital platforms including SC Mobile for individual clients and Straigh2Bank for businesses, clients can now bank from anywhere, at any time, with complete peace of mind. The Bank’s platforms have been designed not just with efficiency in mind but with the highest levels of security, ensuring that every transaction is smooth and protected. This transformation goes beyond convenience – it’s about driving a better experience that reflects our commitment to customer satisfaction.

Every step we’ve taken has been focused on elevating the customer journey, making it as seamless and stress-free as possible.

We invite you to experience the Standard Chartered difference – where digital innovation meets exceptional customer service.

Yvonne is Head of Wealth and Retail Banking at Standard Chartered Bank Ghana PLC

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